Sba agility - crisis communications planning - 2-12-12

Crisis Communications PlanningThe Keystone of Disaster Recovery Response

Bob Boyd, President & CEO, Agility Recovery Solutions

For Audio: (1) Listen through PC speakers, OR (2) Dial (415) 655‐0053 and use access code 354‐857‐222

For copies of the slides presented during today’s session, please visit:

http://agil.me/commstrategy

Key Take‐Aways

• Identifying your organization’s needs for an internal communication plan during disaster.

• Developing an External Communications Strategy

For Audio: (1) Listen through PC speakers, OR (2) Dial (415) 655‐0053 and use access code 354‐857‐222

Internal Communications Planning

Basic Principals Communication recovery requires integration into all recovery plans – IT, Business & Crisis.

Business functions are all about people, processes and technology – all of which require communication.

Make sure you quantify: Risk Impact Needs

Set expectations correctly. Identify options before, during & after an interruption.

Gain & maintain management commitment.


Communication Is Key

Reduce or eliminate mistakes and inefficiencies Enhance trust & faith in the organization Reassure Stakeholders Ensure efficient, swiftrecovery

Protect organizationalreputation

Save time and money


Create a Crisis Communication Plan Develop a process to make sure all stakeholders (internal and external) are aware of decisions and expectations.

Ensure redundancies independent of cell or terrestrial networks as much as possible 24‐hour phone tree Password protected web page (centralized emergency status) Previously Established Radio/TV/Print News Partners Call‐in recording system Text/Data Alert system E‐mail Alert System

Manage member and key vendor/partner communications. Prepare a media communications plan. Consider all your different audiences:

Employees Stakeholders

Clients Media

Community Competitors


Starting Simple – Emergency Contact ListCreate an Emergency contact list that includes: Home Phone Alternate Mobile Personal E‐mail Family Contact Information Evacuation Plan Store Remotely for Easy Access

Setup Alert Notifications Program Explain Purpose Test Regularly Update regularly with anyCHANGES to your organization

Train New Hires


Online Communications – Social Media

Post real‐time status updates Direct clients/employees toalternate locations

Provide emergency contactinformation & instructions

Allows easy transference ofinformation to other audiences

User‐Friendly, Searchable,universal applicability, stableplatform


Online Message Boards

Password Protected Provides Information Allows employees toprovide status andlocation updates

Virtual Meeting Place


Google Person Finder


Red Cross “Safe and Well”


Online Presence – Website Access

Do you have access to your Web Site during an interruption? (remote access)

Consider hosting you website at an alternate location (offsite).

Post critical information on Home & Contact pages.

Provide employees, clients, customers and business partners with timely information about your company during a crisis

Ensure your site has contingencies for any potential SPIKE in traffic during emergency events


Voice – Phone Redirection

Contact your provider to learn about phone redirection capabilities and implementation process.

Develop a tactical response plan in the event of a phone outage.Will you: Redirect lines to Voicemail? Redirect lines to Cell Phone? Redirect lines to second office or

partner?

Redirection Strategy must be Flexible.


Voice – Phone Redirection• Network services are defined as:

• E‐mail• Core Processing• Virtual Private Network (VPN)• Remote Services

• Recovery through Internet access • VPN access• Citrix

• Establish processes & plans to re‐establish your network connectivity:• EVDO (cell phone data network)• WiFi / Wi‐Max• Satellite• Microwave• Longer lead time offerings:

• DSL• Dedicated Circuit


Implement the Plan

• Initiate recovery

• Redirect phone lines

• Set realistic timeframes

• Determine spokesperson(s)

• Show consideration towardemployees

• Regional events cause hardships


Opportunities For Success• Initiate recovery

• Be Flexible!

• Listen to Trusted Sources

• Involve your vendors

• Use your plan as a “guideline”• Enhance management’s decision‐making ability

• Recruit support• Don’t do it alone

External Communications Strategy

Steps for Proper External Communications

• Establish a Crisis Communications Team

• Identify Spokesperson(s) & prioritization

• Train your Spokesperson(s)

• Establish a policy for employeeinteraction with Media, ON andOFF‐SITE

• Ensure all Employees KNOW whothe Spokesperson is

External Communications Strategy

Steps for Proper External Communications• Plan for High Risk Crises

• Establish Holding Statements

• Establish Primary Means (channels) for Disseminating Information

• During Crisis• Collaborate with Team• Identify Key Talking Points• Respond IMMEDIATELY (react

with assertiveness & direction)• Continually monitor situation

and update response strategy

Media Communications DOs & DON’Ts

DOs:• Thoroughly train all employees on the media communications strategy

• Work to manage the media’s access to your site• Partner & establish relationships with Media representatives beforehand

• Be sure of facts, don’t guess• Provide an after hours contact to media for all inquiries• It is OK to have prepared statements• If appropriate, express genuine empathy• Regularly monitor any and all accessible information sources for news or updates about your organization (particularly social media)

• Stay on message, and stop talking when you are done communicating your primary message

DON’Ts:• Don’t say something is “off the record”• Don’t allow members of your organization to say “No Comment.”• Don’t attempt to answer hypothetical or “What if…” questions• Don’t state that “you don’t know” the answer, instead offer to find the answer or complete information to the specific question for them and get back in touch

• Don’t allow unlimited contact with employees as much as possible

Media Communications DOs & DON’Ts

Other Tools

• More tools and information available at:http://www.PrepareMyBusiness.orghttp://www.Ready.gov/businesshttp://www.ReadyRating.org

Future Educational Webinars

Visit www.PrepareMyBusiness.org to register:

• “5Things You May Not Know About SBA Disaster Assistance”Tuesday, March 12th, 2:00pm to 3:00pm EST

• “Social Media & Disaster Recovery”Tuesday, April 9th, 2:00pm to 3:00pm EST

Questions?Bob Boyd, President & CEO, Agility Recovery

[email protected]

Today’s session has been recorded.Links to the archived recording will be emailed to all

registrants automatically tomorrow afternoon.

For copies of the slides presented during today’s session, please visit http://agil.me/commstrategy